Clean the house, brush our teeth, drink more water… Daily habits can feel like a drag. That’s why &Walsh helped Lemon Perfect make hydration something we actually look forward to.
Over the last two decades, water has earned a decent reputation. It’s now widely recognised as something we should be drinking more of. But even with all the stylish bottles and wellness tracking apps, staying hydrated can still feel like a chore.
Enter Lemon Perfect – a delicious, organic lemon water with zero sugar and no artificial flavours or sweeteners – that teamed up with &Walsh to flip the narrative. The goal? Turn hydration from a “have to” into a “need now” moment.
Available in the US (we’ve yet to see it on UK shelves), Lemon Perfect is rapidly gaining traction across the pond. To support its next growth phase, Jessica Walsh and her team created a vibrant strategy designed to spark sensory craving – repositioning the brand as a bold, joyful, flavour-packed alternative to plain old water.
“The initial idea was around ‘more lemons’,” Jessica tells Creative Boom. “When they came to us, they were launching all-new flavours. We worked with their team to concept a campaign that could deliver on that freshness through social assets, while also bringing forward the craveability factor that makes their products so desirable.”
The result is a brand refresh that’s colourful, energetic, and unapologetically direct. “We were inspired by the flavours they were releasing and the fruits behind each one,” she continues. “Our goal was to create something as simple and delicious as the product itself. That meant stripping away the noise and focusing on what really matters: flavour, colour, and lemons.”
The visuals are intentionally bold, letting the product take centre stage. The entire experience is designed to hit the senses – a splash of flavour, a jolt of colour, a burst of joy.
The full 360° campaign includes long- and short-form video, stills, playful GIFs, and social-first assets – all crafted to amplify flavour and joy at every touchpoint. “Because when water tastes this good, staying hydrated isn’t a task – it’s a treat,” the team explained.
But with health and wellness messaging often veering into the sanctimonious, how did &Walsh strike a balance between virtue and desire?
“Lemons, lemons, lemons,” Jessica says simply. “When you see lemons, you know it’s good for you. We then layered on punchy colour, juicy textures, and full-on flavour visuals to make it desirable.”
It’s a stripped-back, yet impactful overhaul – and one that hits a nostalgic note, too. The colours take me right back to childhood summers, drinking real lemonade in the garden with friends. Or maybe it’s those beautiful picture books that taught us our ABCs. Either way, it cuts through a crowded market while staying true to its name and purpose.
Was there one particular moment or asset that captured the spirit of the campaign? “We really liked peppering in all the digital vernacular throughout,” says Jessica. “Because this truly is a drinking experience people obsess over.”
When life gives you lemons… apparently, you make a brand people crave.
